MTV, the pioneer of music video, has changed dramatically in the past few years. It is now developing more original programming material such as Jackass and the Real World documentaries, rather than focusing simply on playing music videos, 24/7. In addition MTV Europe has launched several new digital channels – MTV 2, MTV Hits, MTV Base, and MTV Dance. Visit www.mtv.co.uk to explore these new channels.

Visit:
www.mtv.co.uk

Questions:

1. In your opinion, why has MTV added additional digital channels to its brand portfolio?
2. Describe the market segmentation and targeting strategies being adopted by each of the new MTV channels.
3. Discuss the dangers of brand stretching.
4. Can market segmentation be taken too far?
5. What is the likely impact of these new MTV spin off digital channels on the core MTV channel in the forthcoming years?